A Blast From the Past: Words to Live By (August 2006)
FundRaising Success published its first issue in November 2003, which makes this our 10-year anniversary year. To celebrate, we'll be taking a look back at past issues throughout the year.
In today’s high-tech fundraising world, why wade into an old-fashioned topic like carrier-envelope design?
The reasons actually are quite simple. First, direct mail is still the medium of choice for most large and small direct-response fundraisers. These days it’s fashionable to discuss the Internet and other alternative media, but the fact is that direct mail generates vastly more gifts than any of them. So improving direct-mail performance can have a huge effect on a whole donations program. And, experts I polled agree that the design of the simple outside carrier envelope can dramatically affect response rates.
So for the moment, I’ll leave new, cutting-edge media for others to ponder. Let’s look at what could be the most important component of a direct-mail package — the lowly carrier envelope.